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Destination Branding
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Brand India
• ‘Eternally Yours’ campaign launched by Oasis
advertising agency in 1997
• The campaign focused on spirituality and
traditional themes to appeal to the older audience
• Scripts looked like Sanskrit and the music was
played on the Sitar
• However, Brand India’s efforts were dwarfed by
the initiatives taken by individual states
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Question 1 – Rationale, Method
and Approach adopted by Kerala
• Poor prospects of manufacturing and agricultural
sectors in the state
• Expatriate employment in the Gulf
• Kerala tourism worked in tandem with the
tourism industry of the state
• Top priority – the need to improve visitors’
experience
• BRDC formed in 1995 to develop the backwaters
and beaches at Bekal in an integrated manner
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Contd.
• KTMS organized KTM-2000, a high profile promotional
campaign at ICC, Kochi
• Participated in trade fairs like ITB-Berlin and WTM-
London
• First state to have enacted a Tourism Conservation,
Prevention and Trade Bill
• Took up the task of improving wayside facilities, boat
terminals and jetties
• Built a good waste disposal system for the backwaters
• Concessional power tariff for approved approved star
hotels, amusement parks, motels, restaurants
• Celebrity endorsements
• Insurance packages for tourists visiting the state
• KTDC entered into MoU with IA and Indian Railways
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Question 2 – Marketing
Strategies
• Kerala for long had remained a low profile
destination mainly due to absence of historically
significant places
• Rajasthan and Goa on the other hand, due to
their rich historical and cultural heritage have
been popular tourist destinations
• Geographical edge – vicinity to metros like
Mumbai, Delhi
• This difference created the need for a different
marketing strategy for Kerala
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Question 3 – Brand India
• Lack of focused approach
• Promotion efforts fragmented because of
individual states promoting themselves
• Inadequate participation of states to
promote tourism
• Destination branding for the country as a
whole required to package Brand India
• Integration of promotional activities of
various states required
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References
• http://tourism.gov.in/
• http://www.keralatourism.org
• http://www.destinationbranding.co.uk/nati
onbranding.html
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Thank You
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